Let’s talk about the easiest way to pull customers out of Google, or any other search engine, in 2019.
Very few seem to focus on this, and yet, it’s possibly the easiest growth plan out there – especially for new websites.
If you’ve been around the “SEO block” a few times (like I have) over the years, then you’ve seen Google rankings go from being virtually the ONLY source of traffic…
…to now taking an ever-dwindling role. Up against push-button growth channels like Facebook Ads (and even Google’s own display options within Google Ads), organic traffic is now so much harder to attract and, for most websites, counts for a fraction of what it used to.
This is also because it’s now pretty hard to “fake it” to the top. Google’s algorithm is now real-time, and it’s getting a lot better at determining authentic signals. (Backlinko.com has a great article on Googles ranking factors in 2019 here. )
The days of ranking exact-match domains and mini-sites with blog network links is done. Don’t even bother trying!
BUT… in reality, that was always a limited, single-keyword strategy anyway. There was a finite amount of traffic once you ranked, and as soon as you hit page one, it was a bloodbath to fend off competitors.
Not to mention, if you were aggressive in your SEO efforts – the eventual rug-pulling and penalty by Google was all but assured. It was simply a matter of how many months you could suck revenue out in the meantime.
It’s a really inefficient way to grow a business – especially in 2019.
The (much) smarter and easier way is to target CUSTOMERS with your content… and not keywords.
Let me explain the difference…
How do I target customers with my content?
Targeting keywords is all about traffic, and most of the heavy lifting is done by your flagship pages. The home page, key product pages, and maybe some skyscraper content.
And obviously the idea is to nail a page #1 position for a query that thousands of people are searching for every day.
The problem is, everyone else is doing this. It’s obvious. And the big players in your niche probably have deep pockets to just defend their position indefinitely.
In contrast, targeting customers is all about viewing each new article you publish as a breadcrumb trail designed to reach a very specific customer, by expertly answering a very specific question (or set of related questions).
For example, if you’re selling a CRM platform, here’s what the difference looks like…
Topics that just target keywords:
- Best CRM Platform in 2019
- CRM Software for Small Business
Etc. Obvious catch-alls, but where the broader traffic would be impressive, if you could ever rank for the target. The more intelligent tactic would be to instead use topics that target customers and their specific questions.
Topics that target customers:
- Which CRM has the best LinkedIn integration?
- Can I use MailChimp as a CRM?
- Cheaper alternatives to Hubspot CRM
And so on. Basically, targeting customers is all about creating content that’s further down the buying decision process (aka: bottom of funnel) and that is very specific.
There’s a lot less traffic here, but these are basically people ready to buy something. And the trickles of traffic that this content picks up from organic search will directly turn into trickles of customers.
And the other big reason why this makes all kinds of sense…
…it is way, WAY easier to generate a bunch of trickles – over and over again – then it is to simply focus on a single, all-or-nothing waterfall.
You’ll see traffic far more quickly, and with far less effort… and you’ll convert far more of your visitors into customers (new users vs. leads).
This is the smart play – and if you do this consistently, it starts to compound.
How do you know which content topics will actually target customers?
The smartest way to determine this is through competitive research – where we look at the specific, long-tail keywords that your competitors are getting their best traffic from.
First, compare your website to its main competitor’s and determine the most promising topics to base the process around. You’ll need tools for this.
Then, use that research to produce eligible content ideas based around keywords where your site has no exposure. Again, you’ll need tools!
For the chosen ideas then do some additional research and identify search volumes, traffic estimates and other data. You’ve guessed it – you’ll need tools for this!
Then the content gets written. No tools needed – just great writing skills 🙂
While it may happen, the goal with this strategy isn’t really to outrank your competitors for these selected keyword targets – it’s instead to publish content about overall themes where your site has virtually no existing visibility in Google.
As a result, you’ll end up ranking for a number of related, long-tail keywords, possibly including the keyword target itself. The end result is that you’ll get more targeted traffic, which is the core objective.
This is a residual strategy, where consistently publishing targeted, quality content will gradually build a foundation of high-intent, organic traffic over time.
Trust in the process – Google is just a database of content, and by publishing targeted content, you’re essentially contributing to their index.
More content = more database entries = more overall traffic.
If you’re sick of watching your competitors scoop up all the best search traffic and want to start grabbing some of that lovely organic traffic for yourself, then drop me a line.
Alternatively, give the chatbot a click and enter your details for a call back at a time to suit you!